Simpsons-Sears Catalogue Image in Saskatoon

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Abstract

Department stores present a package of goods, services,
and atmosphere to their customers. The package, that the
merchant believes he is offering to his potential customers
via his communications mix, may not be the same package that
the potential customer sees for himself. The merchant feels
that he has advertised the features of his merchandise and
store which will attract the potential customers. However,
what attracts the customers may be an item which the merchant
has not seen as an important component of the package. This
component is seen as part of the package by the potential
customer as a result of his experiences, and as a result of
the experiences of others with whom he is familiar. Some
of these unknowns are 1) the general reputation of the
store, 2) the taste and style of the advertising, 3) the
knowledge and politeness of the employees of the store,
and 4) the convenience or difficulty encountered when
shopping at the store.